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      The Journal of Fair Trade is calling for papers to curate a Special Edition on the theme of "Livelihoods, Community Resilience & Evironmental Regeneration: the role of smallholder organisations, coops & Social Enterprise". 

      We're welcoming expressions of interest until 1 July 2024 and article subsmissions by 15th January 2025 Call for Papers Volume 6 Issue 2 deadline.

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      An investigation of Fair Trade product knowledge, beliefs, experiences and buying intentions of Generation Z in the US

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            Abstract

            The Fair Trade movement is an alternative way to conduct international and domestic business by trying to improve trading conditions of disadvantaged producers around the world through consumer actions. Consumers can support the movement by purchasing FT certified products, which confirm that products meet ethical principles and environmental standards that are set in accordance with the requirements. However, FT product sales in the US have been lagging in comparison to the FT product sales in Europe. For instance, per capita consumption of the value of FT products was approximately €3 in the US in comparison to €34 in the UK (Fairtrade International, 2016). This study investigates several variables that can influence Fair Trade consumption, and, specifically, the effects of consumers’ knowledge, beliefs and past experiences on their purchase intentions of Fair Trade products among urban youth consumers in the US. Using the Theory of Reasoned Action as the conceptual framework, data were collected from 154 subjects using an online survey. The results indicate that consumer knowledge about FT has significant positive influence on their purchase intentions, but this relationship is mediated and strengthened by their beliefs and past behaviour. We offer various implications of these findings to FT businesses and organisations.

            Content

            Author and article information

            Journal
            10.13169/jfairtrade
            Journal of Fair Trade
            JOFT
            Pluto Journals
            2513-9533
            30 March 2022
            2022
            : 3
            : 2
            : 34-52
            Author notes
            [* ] Correspondence: Zoia Pavlovskaia
            [* ] Correspondence: Ali Kara
            Article
            10.13169/jfairtrade.3.2.0034
            70e1ad12-3cc0-46ac-841f-f7c4d6570acc

            All content is freely available without charge to users or their institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission of the publisher or the author. Articles published in the journal are distributed under a http://creativecommons.org/licenses/by/4.0/.

            History
            Page count
            Pages: 19
            Categories
            Essays

            Education,Agriculture,Social & Behavioral Sciences,History,Economics
            fair trade,Generation Z,theory of reasoned action,fair trade purchase intentions

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